Brand Consistency Counts: How to Implement a Cohesive Marketing Plan

Posted by: Chris Marentis

Brand Consistency Counts: How to Implement a Cohesive Marketing Plan

Do’s
Don’ts

A well-crafted marketing plan involves several vehicles for your messaging, such as print ads, social media marketing, email messages, and landing pages, that all must come to together seamlessly to form a cohesive brand identity for your business.

Why Consistency Is Important

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Whether prospective buyers see your messages at your local store, online, through a print ad, or a combination of the three, the messages should be consistent. This consistency enables your potential customers to recognize and trust your brand, giving them a good reason to choose your business when they are ready to purchase. Also, a standardized communication style tells your customers that your business is organized, professional, and most important, trustworthy.

Unfortunately, small businesses run into problems with brand consistency when they rely on several different agencies to help them with individual pieces of their marketing plan. Because small businesses are so busy with the day-to-day operations of their companies, many small business owners turn to local marketing experts for help with website design, search engine optimization (SEO), pay-per-click advertising, local social media marketing, and more.

While these outside agencies provide value to the businesses they serve, it’s important that small businesses work with a single marketing company that can meet all of their marketing needs. Working with several companies can lead your business to present a host of fragmented marketing messages that don’t consistently reinforce your brand.

When it comes to advertising, the style, tone, and wording matter; even slight variations can confuse customers. If each piece of your marketing puzzle is produced by a separate company, unsurprisingly, it becomes disjointed and inconsistent, and you’ll spend time and energy trying to tie all of the pieces together. 

Find a Singular Voice

Whether you’re working on your own or with an outside marketing company, it’s important to establish your company’s voice. Decide whether your style will be formal or informal, or if you’re communicating to younger or older customers; consumers in each age bracket use drastically different terminology.

After you’ve found your singular voice, make sure you’re implementing it across all of your marketing mediums. If you’re using an outside marketing company for all of your pieces, they can help you to identify and correct any inconsistencies in your company’s communication style.

Keep Your Visuals Consistent Too

The most effective marketing campaigns typically highlight one or two images that remain consistent across all channels. Even though your company will probably choose a different image for each campaign, you can create consistency by choosing images of a similar style for each of your campaigns. Try using images from the same photographer or from the same catalogue of images.

Because most businesses are actively involved in a variety of channels, brand consistency is more important than ever before. It’s the surest way to build loyalty with your customers, who tend to choose the businesses that they can recognize easily thanks to cohesive branding.

Chris Marentis

For nearly three decades, Chris Marentis, Founder and CEO of Surefire Social, has been responsible for driving innovation and sales growth for large media and e-commerce brands as well as start-ups. With a long-history of counseling local businesses about their marketing efforts, Marentis provides insight on what it takes for small businesses to succeed and thrive in today’s evolving digital environment. His notable career includes creating the foundational blueprints for online marketing, e-commerce and content branding for AOL’s Interactive Marketing group, where he served as Senior Vice President. While CEO of Clearspring Technologies, Marentis developed one of the most widely adopted venture-backed Web 2.0 technology platforms. Marentis is a frequent speaker at local digital marketing conferences and a contributor to SMB and technology-focused publications.

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